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Oliveira, Carina, Summerfolk Marketing Strategy
Background
In the 2012 fall season, Ryerson Theatre School actors present another exciting
award winning production. The Ryerson Theatre presents Maxim Gorky’s Summerfolk,
a tale which dramatizes the Russian bourgeois social class and the changes occurring
around them in the lives of their family, friends, as well as strangers. Based in part on
the life of the writer Anton Chekhov, the play takes place in 1904, the year Chekhov
died. This atmospheric show won Trevor Nunn three awards, notably the 1999 London
Evening Standard Theatre Award, for ‘Best Director’.
This year’s show is directed by Dean Gilmour, supported by the multi-faceted talents
of designers Johanna Yu in costume, and Kevin Fraser in lighting. Performances are on
October 26, 27, 29, 30, 31 and November 1 and 2, all starting at 8 pm and are
presented at the Ryerson Theatre on 43 Gerrard Street East. This production is
supported by Alterna Savings, the Ryerson Theatre School, and Ryerson University.
Objectives
- Increase productions public appearance:
o St. Lawrence Market Appearance, a scene presented with ticket giveaway
o Studio preview; guests are invited to watch a rehearsal
o Personal handout of postcards
- Enrich and increase audience market of 55 and over:
o Articles published in
o 1/3 page Ad in Zoomer Magazine
o Postcards sent to selected sub-urban communities across GTA
o Posters displayed around St. Lawrence Market
- Engage and increase younger audience through social media:
o Hit 332 Facebook Fans by November 9th, (200 fans as of Sept 2, 2012)
o Facebook Banner Ad for 30 days (estimated 3500 views per day)
o Post in-studio pictures on Reddit, Pinterest and Instagram
o Young and talented cast
Target Markets
Current Supporters on Emailing List
All the core and current supporters will receive an email flyer with the electronic file of
the Summerfolk Poster, and exclusive pictures taken during rehearsal in-studio. They
will also receive a special online offer for discounted tickets with a print-off coupon to
purchase at box office and an online code to purchase online.
Younger Audiences
Summerfolk features a talented and youthful cast, playing the roles of older adults. This
younger generation we will be targeting is 18-24. They are most-likely students and
actors themselves, but ultimately have an interest for the staged arts. We will attract
these audiences mostly through social media and student discount rates.
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Oliveira, Carina, Summerfolk Marketing Strategy
Older Audiences
This period play features elements which most experienced theatergoers prefer and will
feature a wonderful array of costumes and elaborate set to suit their taste. This 50+
market generally has more money and more free time. We will try to reach out and
grasp this market that may not be as familiar with the astounding theatre program at the
Ryerson Theatre School. One way we can broaden this audience is with an Ad in
Zoomer Magazine; who targets a 45+ age group in a circulation of 200,667.
Theatre Students
This market is an important part of Summerfolk; these students are the next generation
and are willing to support fellow members of the acting community. These will be friends
and/or colleagues with the students at Ryerson Theatre School and may include:
Sheridan College, Randolph Academy for the Performing Arts, and Humber College.
Positioning Statement
The 2011/2012 Ryerson Theatre Season comes nearly to a close with the timeless
production of Summerfolk. It features the young and talented actors of the Ryerson
Theatre School in their final year at the university. This show offers a professional level
of production values and has been highly anticipated as part of the season.
The marketing goal is to introduce audience members to the Ryerson Theatre and
enrich the lives of theatergoers who may be unaware of the incredible talent the
students have to offer. This production is high value and so are the campaigns and
strategies involved, all while keeping costs at a minimum.
Competition and Opportunities
Listed below are some attractions with may contribute to the amount of ticket sales for
the production of Summerfolk. Factoring the shows run dates, content, price, target
market and if they coincide with ours, it may increase or decrease Ryerson Theatres
sales. Here are some key listings for 2012:
Live Theatre Performance Listings
Cirque Du Soleil Amaluna; Sept 6 – Nov 4
Cirque du Soleil brings its latest big top production to Toronto at the end of the summer.
Directed by Diane Paulus, Amaluna premieres on September 6, 2012 for a limited
engagement under the blue-and-yellow Big Top at Port Lands.
Visit: www.CirqueDuSoleil.com/Amaluna
The Light in the Piazza, Shaw Festival: July 3 – Oct 13
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Oliveira, Carina, Summerfolk Marketing Strategy
A glorious musical story set in Italy in the summer of 1953. Margaret is touring the
Tuscan countryside with her daughter, Clara. While sightseeing, Clara has a chance
encounter with Fabrizio, a handsome Florentine, and they fall in love.
Visit: www.shawfest.com/playbill/the-light-in-the-piazza/players
ENDGAME, Soulpepper: Oct 26 – Nov 14
In a room safe from the desolate landscape outside, Hamm, a blind man unable to
stand gives orders to his servant, Clov, a man unable to sit, as Hamm’s elderly parents,
Nagg and Nell, look on from their trashcan homes. One of master absurdist Samuel
Beckett’s most important works, Soulpepper’s acclaimed Endgame returns with a new
vision.
Visit: www.Soulpepper.ca
Speaking in Tongues, Canadian Stage: Oct 29 – Nov 24
When a woman goes missing, four marriages fall into a mess of sex, lies, and neglect.
Through it all, each couple desperately searches for fulfillment and the line between
right and wrong becomes dangerously blurred. Speaking in Tongues is a thrilling play
fresh from Australia; a multi-faceted adventure that reveals the darker side of human
nature.
Visit: www.CanadianStage.com
Festival & Event Listings
Sport: An Exhibition at the Ontario Science Centre: Jun 25 – Jan 6
How do your ears help you balance? How fast is your best pitch? Race against a cheetah,
dinosaur or a friend in the 10-metre dash in this exhibition designed for visitors of all ages.
With an emphasis on health and safety in sport and a focus on fitness, visitors of all
abilities will find something to do, whether as a judge, athlete or spectator.
Price: Free with admission
Visit: www.ontariosciencecentre.ca/calendar/73
Halloweek
Toronto’s Queer Village. This week-long Halloween celebration is full of tricks, treats
and plenty of eye candy. Events include the Devilicious Culinary Festival, Jack-O-
Lantern Competition and Block Party on Halloween night – Wednesday, October 31st
7pm to 11pm.
Visit: www.seetorontonow.com/annual-events/halloweek
Ultimate Dinosaurs, Royal Ontario Museum
A world premiere! Meet a new breed of beast in the ROM’s landmark exhibition,
including the largest dinosaur ever mounted in Canada.
Visit: www.rom.on.ca/dinos/exhibition
Pricing Strategies
Ticket Prices: General: $16, Students: $10, Seniors: $13
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Oliveira, Carina, Summerfolk Marketing Strategy
Supporters on Emailing List for the Ryerson Theatre:
In an email they will receive 20% discount (max. 2 tickets) with a print-out coupon, as
well as the online purchase code: FOLK. Offer closes October 11.
St. Lawrence Market Appearance
Ticket Giveaways, 4 questions are asked to audience, whoever answers correctly will
receive 2 free tickets for any night.
Special Monday Night Price
TGIM Night! Special walk-in General price of only 4$ per ticket! Save 12 dollars per
ticket.
Theatre Student Rate
Theatre students that present a valid ID from the list of selected theatre schools will
receive special discount rate of 50% off the general ticket. Save 8 dollars per ticket.
Distribution Strategies
Print Advertising:
- Posters displayed at Ryerson Theatre School and St. Lawrence Market
- 1000 postcards to be distributed at select theatre schools and events
- 1000 postcards to be mailed across select communities in GTA
Communication Strategies
Advertising:
Online: Facebook Fan Page, Facebook Ads, Google Ads, Arts Journal and E-
Flyer for those registered on Emailing List.
Print: posters, postcards, and 1/3 page ad in Zoomer Magazine
Special promotions:
- Free ticket Giveaways at St. Lawrence Market appearance
- TGIM Night
- Free Preview at Ryerson Theatre School Studio
- e-ticket promotion
Publicity: Article published online/print: Metro News, tonight Newspaper and Tourism
Toronto. Cast and production interviews will be pushed as popularity increases.
Public Relations: Press kit sent out to magazine and newspaper companies including:
NOW Magazine, Toronto Star, Globe and Mail, National Post, Metro News and tonight
Newspaper.
Personal Selling: Bulk rate offer to groups of 8 or more, only 12$ per ticket. All cast
and/or crew members are encouraged to include information (photos, rehearsal status
updates, promotion dates etc.) in their personal and professional social networking sites
online.
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Oliveira, Carina, Summerfolk Marketing Strategy
Item Description Cost Total
Advertising:
Facebook 3500views x $0.02/view = $70/day
Banner Ad for $70/day x 30days 2,100.00
Google 35click-throughs x $0.10/view = $3.50/day
Banner Ad for 60days 210.00
Arts Journal 4000views x $0.02/view = $80/day
AJBlogAd for 30days 2,400.00
Zoomer Magazine 1/3page Ad for 1Volume (September Issue) 2,750.00
Netfirms Summerfolk domain website, 4month billing 35.96
subtotal 7,495.96
Design and Print:
Overflow Graphics 25hrs x $60/hr 1,500.00
Positive Press 10011x 17" Posters x $1.80each 180.00
20006" Postcards x $0.20each 400.00
subtotal 2,080.00
Publicity:
Publicist 80hrs x $42/hr 3,360.00
subtotal 3,360.00
Distribution:
$50x 10select people for postcard handout 500.00
100posters x $2/poster for labour 200.00
Canada Post 10006" Postcard Mailing x $0.13per item 130.00
subtotal 830.00
Photoshoot & Documentation:
Sapphire Photos 5hr Photoshoot, 20edited 1,200.00
subtotal 1,200.00
Grand Total 14,965.96
Digital media platforms:
- Summerfolk website will run during the show to sell online tickets and post
News and Insiders during the course of the show.
- Facebook fan page, Reddit and Instagram all documenting the process the
show goes through before, during and post-production.
Marketing Campaign Budget
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Oliveira, Carina, Summerfolk Marketing Strategy
Campaign Schedule
August
28 Summerfolk Design finalized
30 Theatre Student Price tickets bought from schools
September
5 Summerfolk Domain Website generated
10 Banner Ad appears Zoomer Magazine
13 Social Media documenting begins
18 First E-Flyer emailed, with special code offer
21 Photo shoot of Cast and Crew
24 Press kit release commences
30 Google Banner Ad release
October
1 Facebook Banner Ad release
3 Arts Journal publishes AJBlogAd
6 Poster handout commences
8 Postcard Mailing
9 Second E-Flyer emailed, special code reminder
10 Tourism Toronto article released
11 Online promotion and print coupon off expires
14 St. Lawrence Market appearance
16 Postcard handout commences
19 TGIM special price made public on website
20 Free Preview Night at Ryerson Theatre Studio
22 tonight Newspaper and Metro News articles released
26 Opening Night
29 Special TGIM night walk-in only offer
